Hope you had a great week. I was one of more than 70,000 visitors (proof of vaccination required to enter expo) from 169 countries who traveled to Cologne, Germany, to attend Anuga 2021, the world’s largest food and beverage exposition that is held every two years. There were approximately 4,600 exhibiting companies representing 98 countries at the expo, with the dominating theme throughout the 11 halls being plant based. But wait, there’s more to what I mean by plant based. Yes, there were tons of meat and dairy alternatives. Snacks, condiments and ready meals also were touting their plant-based nature, but so were vegetarian products – that means those containing dairy – bragging about their plant components, everything from functional ingredients such as turmeric and matcha to the use of plant-derived natural colors and fruit and vegetable concentrates. There was this overarching theme of taking care of the planet, the body and each other. This was being conveyed through earthly colors in the green, brown and orange family, with purple (representative of immunity-boosting anthocyanins, and in many cases, specifically elderberry) often used as a secondary hue in script or background. These color schemes were not something apparent at first, but day after day while exploring the exposition, and perusing through the many photos I had taken, the visual trend became very apparent.
To read more about Anuga 2021 and to view a slideshow of 10 products that stood out to me at the expo, link HERE to a Food Business News column I wrote yesterday.
These earthy color schemes complement the #1 trend for 2022, according to Innova Market Insights. This is “Shared Planet” and focuses on how everyone can play their part in shaping a sustainable and prosperous future.
Consumers tell us they want to be ethically and environmentally conscious, so brands need to work alongside consumers to breed confidence in the claims attached to products, says Innova’s Global Insights Director Lu Ann Williams. Trust and transparency are must-haves for any brand wishing to find common ground with an increasingly educated, forward-thinking and interconnected consumer base. For many, it helps to communicate with color.